Last week, Social Media Club Boston hosted an event titled “Integrating Social Media Across the Big Brand: The Harmony of Cross-Channel Marketing,” a panel discussion that looks at the ways that big brands are integrating social media across channels. The event featured a panel discussion on the benefits and challenges of cross-channel social media integration between social media and marketing practitioners.
Panelists included Sean Corcoran of Forrester Research (@SeanCor), Mike Spataro of Visible Technologies(@mikespataro), Mike Proulx of Hill Holiday (@McProulx), and Terry Lozoff of Street Attack (@TerryLozoff), among others.
Mike Spataro made an interesting analogy during the panel saying that, “social media is A1 sauce, not the steak. Social media is a supplement, not a substitute.” (Thanks to Elicia Basoli for taking notes!) I think this is very true. Social media is a great way to help get your message out there and drum up a following for your company, brand, product, or whatever you may be marketing, however, it is not the foundation of a successful media campaign. To be sure, it is a great addition, but I think Sean Corcoran’s POST (People, Objectives, Strategy, Technology) methodology used at Forrester is a good way to see how social media fits into your campaign.